Our work for some of the world’s best known Financial Service brands.

1. Ray+Keshavan The Brand Union
Adding Value to Financial Services

2. Why clients seek us
• To develop powerful strategies to create new
brands or rejuvenate existing ones
• To bring modern, world-class design solutions
to Indian brands
• To create compelling and memorable brand
visual identities to enable employees and
stakeholders to understand and live their brands
• To rationalise brand portfolios and create robust,
enduring architecture systems
• To provide companies with tools to manage
their brands
Who we are
Ray+Keshavan has been voted as
India’s No 1 Brand Design Consultancy
by The Economic Times four years in
a row from 2008 to 2011 (every single
year since the survey began).
We are part of WPP’s global brand
agency, The Brand Union. Together,
we offer more than 35 years of brand
building experience with about 500
strategists, designers and researchers
across 21 offices serving every
major market
This means that our clients benefit
from the best of both worlds:
a global network and knowledge pool
combined with deep experience and
understanding of the Indian context.
The Brand Union
Abu Dhabi
India
Beijing
Cairo
Dubai
Dublin
Hamburg
Hong Kong
Jakarta
Johannesburg
London
Madrid
Miami
New York
Paris
San Francisco
Shanghai
Singapore
Stockholm
Tokyo

3. Brands we have helped to build in India

4. Brands we have helped to build worldwide

5. How can a long-standing brand stay relevant for
fast-evolving consumers? How can a new entrant
carve a position for itself in the fiercely competitive
financial services market? How can brand-
experience act as a differentiator? How can brand
serve as a rallying point for employees?
If those are some of your questions, we can
help you find answers. We’ve done it for several
financial services organizations – helping them align
business and brand strategy for market success.
Read their stories inside and get in touch with us
so that we can help you tell yours.
Gaining a competitive
edge in financial servicesRESEARCH
Brand audit
Competitive analysis
Insight research
STRATEGY
Brand naming
Brand positioning
Brand model
Brand architecture
DESIGN
Corporate design
Packaging design
Information design
Brand language
Brand environments
Interactive design
Brand communications
and collaterals
Brand guidelines
ENGAGEMENT
Employee insight
and diagnostics
Internal
communications
Employee engagement
EVALUATION
Measurement,
assessment
and evaluation

6. Ray+Keshavan proved to be the right choice for our brand.
A few things that make the R&K team stand out are:
their experience across categories, their professional approach,
their open-mindedness towards feedback and their passion for
work which is visible in every member of the team.
Praveen Kadle, MD, Tata Capital
Case Study

7. Doing what’s right for you
In financial services markets across the world,
the ‘offerer brand’ is always more important
than the ‘product offering’ – customers must
first trust and believe in the brand before it
even enters their consideration set. Given the
numerous scams that have shaken the sector
in the last couple of years, this factor has
gained even greater significance.
When Tata Capital approached us to ready
their brand for re-entry into the Indian financial
services market, we knew that the positioning
needed to be based on the trust and respect
the Tata brand evokes. For customers who
were tired of the poor service they got from
public sector banks, and were distrustful of
private players, this was a compelling value
proposition. They were seeking an ‘efficient
partner with a conscience’ - the central idea
on which the Tata Capital brand was built. This
was translated to the tagline ‘We do what’s
right for you’.
The fresh look and feel we developed for
the brand uses a prominent ‘right angle’; an
appropriate and memorable visual metaphor.
An unusual lime and blue palette was chosen to
enable their signage to stand out in a crowded
retail landscape.
Launched January 2009*
Case Study

8. Ray+Keshavan has helped us get a positive ‘first impression’
from our customers as well as other stakeholders.
Their knowledge and passion is reflected in the work they do.
Rajiv Jamkhedkar, CEO, Aegon Religare Life Insurance
Case Study

9. Creating a refreshingly
different brand
Aegon Religare is a joint venture between
Aegon, UK, one of the world’s largest
providers of life insurance and Religare, a
leading Indian financial services group.
The new brand needed to draw on the source
credibility of its joint venture partners to build
trust. At the same time, it needed to attract
attention and gain mindshare in an extremely
cluttered and competitive market.
Aegon Religare was positioned as ‘refreshingly
different’ – an insurance brand that urges you
to think and question. A distinctive brand look
and feel was created to knit together all brand
touchpoints. Brand language was an important
part of the identity and the brand’s confident,
reassuring and down-to-earth tone of voice
has played a big part in its successful launch.
Case Study

10. Before
As a public sector bank, we serve a large, highly diverse pool of
stakeholders. To carry out a brand initiative for such an organisation
is indeed a challenge. One that Ray+Keshavan has addressed most
successfully. You have made valuable recommendations that are
being implemented by the bank as part of the rebranding programme.
Ray+Keshavan’s entire team is extremely passionate and committed
and has worked as one with the bank. You combine a deep understanding
of fast evolving Indian consumers and market with global knowledge
and best practices. Canara Bank has received many accolades
as a result of the rebranding.
M B N Rao, Chairman & MD, Canara Bank (2008)
Case Study

11. R A Y + K E S H A V A N T H E B R A N D U N I O N 4 5
Helping a centenarian
appeal to younger customers
The second largest public sector bank in India,
Canara Bank was approaching a century of
operations in 2008. Despite its rich heritage,
the bank, like many of its counterparts, was
struggling to attract younger customers.
To address this, it embarked on a journey of
organisational restructuring, HR training and
branch uplifts. We were commissioned to guide
the bank towards a more youthful, contemporary
persona that could be the ‘face’ of this change.
Working with a brand like Canara Bank requires
great sensitivity towards its diverse group of
stakeholders. Our teams met people across the
organisation, hearing them out and helping
them understand the need for change.
The bank’s new identity is based on the idea of
partnering with stakeholders to co-create value.
The new logo, a set of simple graphic links, gives
expression to this central idea. From passbooks
to application forms, every piece of customer-
facing collateral was analyzed and redesigned
– not just to raise aesthetic standards but also to
make it easier to use.
The new identity was rolled out across the bank’s
3000+ branches in record time.
Case Study

12. Only a global Indian firm like Ray+Keshavan
could have created a global Indian brand for Kotak.
Uday Kotak, Chairman, Kotak Mahindra
Before
Kotak Mahindra Bank
Case Study

13. Kotak Mahindra Bank
133rd and successful!
Kotak was a financial services group with
multiple standalone businesses that ranged from
mutual funds and investment banking, to auto
finance and insurance. In 2002, they received
permission to set up a private bank – the 133rd in
a fiercely competitive Indian market.
The strategy for Kotak focussed on creating a
bank for the emerging breed of ‘global Indians’
– an affluent, largely urban audience that was
experiencing a resurgence of pride in their
Indian roots.
We carried out a comprehensive brand
architecture exercise that united the group’s
multiple brands under the Kotak umbrella.
The design route adopted for the new face of
Kotak reflected its core philosophy. The new
logo was based on the Devanagari letterform ‘ka’
(which corresponds to K). It is combined with
the universal symbol for infinity, to communicate
Kotak’s deep commitment to its clients.
In a very short time this branding exercise
helped Kotak establish a strong, differentiated
position and gain wide acceptance from the
audience it had set out to target.
Case Study

14. Rebranding J&K Bank is part of a larger initiative undertaken
by the bank to catapult it from an old-generation bank to a
new-generation private sector financial services company and at
the same time catalyse the revitalisation of the economy of
Jammu and Kashmir.
Ray+Keshavan has been a critical partner to the bank in this
initiative. They have displayed a deep sensitivity to the existing
emotional heritage of the brand, as well as an appreciation of the
complexity of the state and society of J&K which has a great diversity
of faiths, landscapes and cultural traditions.
Their ability to re-interpret the cultural idiom in a refreshingly
contemporary language has allowed us to get closer to our heritage
and build appeal across generations of customers and clients.
They have been uncompromising in their commitment and displayed
a passion for their work which is rare. It has been a labour of love.
Haseeb A Drabu, Chairman, J&K Bank
Before
Case Study

15. Communicating hope
and optimism
The beautiful state of Jammu & Kashmir (J&K)
has been torn by strife for several decades.
The rebranding exercise for J&K Bank aimed
to send a message of hope and optimism to the
people of the state.
J&K Bank is the cornerstone of the state’s
economy and the single largest employer after
the Government. We were commissioned to
give the bank a complete brand makeover.
Our teams undertook a comprehensive research
exercise, meeting people from different regions
in an attempt to find a common idea that would
resonate across the state.
The central idea for the bank’s brand is ‘Serving
to Empower’. The inspiration for the new
identity came from a couplet by the Sufi poet
Iqbal about a falcon that soars to new horizons.
This embodies the aspirations of a weary people
who are anxious to break from their past and
share in India’s progress.
Case Study

16. Before
I think the real trigger that followed many changes,
was the launch of new logo. Believe me, it has totally
changed the perception amongst customers as well as our
employees and has set the stage for many more initiatives.
The re-branding exercise has given tremendous boost
to our efforts in reaching out to existing and new customers
with a new promise.
I take this opportunity to thank you for doing such
wonderful work and the re-branding strategy.
Anil Khandelwal, CMD, Bank of Baroda (2007)
Case Study

17. Creating India’s
International Bank
Bank of Baroda was the first public sector
bank in India to undertake a comphensive
branding initiative.
The bank had embarked on an initiative to
reorganise and transform its operations.
As part of this exercise it also wanted to re-
examine all its customer-facing interfaces to
create a seamless brand experience.
The programme started with extensive
stakeholder research across customers,
employees, investors and the media.
In terms of perception, customers did not
see any significant difference among the big
public sector banks. They were all seen as
trustworthy, but also bureaucratic and slow.
Interestingly, we found that Bank of Baroda
did have a difference that could be built
into a powerful value proposition – it had an
extensive and long-standing overseas network.
This was communicated through its tagline
‘India’s International Bank’ to bring to fore its
pioneering spirit and global experience.
A new identity was created for the bank, and
its logo – the Baroda Sun – has since become
one of the most recognized marks in India.
Case Study

18. Ray+Keshavan has worked with Max to build a truly
world-class brand. Everything they do meets the highest
international standards: be it their skills in design, strategy
or communication
Analjit Singh, Chairman, The Max Group
Building a new brand
with New York Life
The Max Group undertook a consolidation
exercise in 2000, exiting old businesses and
entering knowledge-based industries like
healthcare and insurance. We worked with
them on a multi-dimensional branding exercise,
first creating an umbrella brand for the
group and then creating brands for individual
businesses like Max New York Life.
Case Study

19. Case Study
Before
From South India to Pan India
The Murugappa group is very reputed in South India.
How do you manifest their flagship financial services
business in an industry that is both hyper-competitive
and highly regulated? The Chola positioning, ‘Trust,
Transparency and Technology’ was built around
the balance of group values and sector relevance. We
shortened the name from ‘Cholamandalam’ to ‘Chola’
to give the brand a pan-India feel. We refreshed
their identity to create a master brand that was a
memorable creative expression and a supporting brand
language helping them stand out in a hypercompetitive
and cluttered world.

20. Case Study
A strong icon style that sets apart
Chola MS product offerings.
BRAND ICONS
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21. Before
Case Study
HDFC is a household name in India.
Bearing such a strong heritage and
a unique positioning, it was time for
HDFC to look younger, distinct and
communicate sharper.
To enhance brand equity and build
clarity we changed the name from
‘HDFC Standard Life’ to a simpler
‘HDFC Life’. We created an extremely
memorable yet simple identity which
was drawn from the mother-brand
and was inspired by moments of life
that are well lived- which is the core
emotional connect with life insurance.
To support the selling of profitable
products, we developed one of a
kind product icons that are easy to
implement, yet speak a distinctive
visual language. All in all, an
assignment that echoed the pride in
‘Sar utha ke jiyo.’
M a l a y a l a m
K a n n a d a
Ta m i l
M a r a t h i
G u r m u k h i / P u n j a b i
G u j a r a t i
B e n g a l i
A s s a m e s e
H i n d i
M a l a y a l a m
K a n n a d a
Ta m i l
Te l u g u
M a r a t h i
O r i y a
G u r m u k h i / P u n j a b i
G u j a r a t i
B e n g a l i
A s s a m e s e
H i n d i

22. Case Study
Celebrating
a new generation
of achievers
and enhancing
their self pride
HDFC Critical Care Plan provides you with timely support
in case of a critical illness and helps your family and you
remain financially independent in difficult times.
sms HEALTH to 5676727
www.hdfclife.com

23. Case Study
What happens when two of
India’s most credible public sector
banks join hands with a world
leader in financial services? The
genesis of the IndiaFirst name lies
in this partnership- that recognized
the new spirit of India and the
hypercompetitive life insurance
landscape. We developed a name
that articulated this commitment
along with a vision balancing all
stakeholders’ aspirations.
Think New
Be Helpful
Be Honest
Do More
CULTURE AND VALUES
To ensure that the bancassurance
channels work, the brand
architecture and endorsement
unit were specially designed.
A memorable brand identity inspired
by both the name ‘IndiaFirst’, their
leadership stance and colour palette
indicating three partners was
designed. Along with it, an easy
to execute brand language, brand
system and values.

24. IndiaFirst Life Insurance Company Ltd
Second Floor, South Wing, UTI Tower, G-N Block
Bandra-Kurla Complex, Mumbai 400 051
T +91 22 6529 1095 / 6515 7254 F +91 22 6789 2967
www.indiafirstlife.com
First name Second name
Designation
Company name
Floor, Wing, Building name,
Road name, City - Pin code.
M Mobile number
F Fax number
E Email ID
www.indiafirstlife.com
Branch Code
To,
IndiaLife First Insurance Co. Ltd., UTI Tower, 2nd Floor
Bandra Kurla Complex, Mumbai 400 051
Ref: Authorization to pay insurance premium through electronic direct debit clearing service
Dear Sir, madam,
I / We hereby authorize IndiaFirst Life Insurance Company Limited / their authorized service provider to debit my / our bank account through ECS / direct
debit towards payment of my / our life insurance premium, as per the details provided below
ECS Direct Debit (Applicable for Bank of Baroda account holders only)
Application / Policy number Amount Frequency Start Date End Date
Name of Account Holder (As appearing in the Bank records)
Bank Name & Branch Address
Account No.
MICR Code
(Is the 9 digit code on the cheque book issued by the bank. You are requested to attach a cancelled cheque for verification of the MICR Code )
Account Type Savings Current Cash Credit
(Affixing of your proprietary firm / company stamp is mandatory, in case of a current account)
IFSC Code: (If appearing on the Cheque book)
Mobile No.
I / We, wish to avail of the ECS / Direct debit facility for payment of my /
our insurance premium in accordance with the details provided above, which
are correct and complete.
If the transaction is delayed or not effected at all for reasons of incomplete
or incorrect information, I / we shall not hold the user institution
(company) responsible.
In addition, I / we understand and agree that the premium amount to be debited
from my / our account may vary due to taxes and other statutory levies as may be
applicable from time to time. I / We also accept that the transaction will be effected
on the policy on the due date (provided it is a working day).
In case of an ECS / direct debit dishonor, I/ we authorize IndiaFirst Life Insurance to
re-debit my/ our bank account for two months premiums on the following premium
due date (applicable for policies on monthly payments only).
Lastly, I / we promise to fulfill all my / our responsibilities as a participant
under the scheme
Yes, I / we have attached a blank cancelled cheque.
Certificate of the Bank Named in the Mandate
It is certified that as per our records, the bank account particulars of the mandate
above are correct and the signature of the bank account holder is true.
Bank Stamp Signature of Authorized Bank official
Date
ECS is an automated facility which debits your premium from the bank account
specified by you, on your premium due date, except in case of a holiday or for
ECS locations under the non-rolling settlement category. This is applicable for
all active (in force) policies.
Primary Account holder’s signature
(If Primary Account holder differs from policy holder)
Policy holder’s signature Joint Account holder’s 1 Signature Joint Account holder’s Signature 2
• Premium is subject to change with change in service tax rates / reinstatement charges and as per your request(s).
• IndiaFirst Life Insurance shall debit your bank account if your policy and the ECS mandate are ‘In Force’. It will continue to do so until you provide a written request for cancellation of
ECS / direct debit.
• Request for cancellation is required to be submitted 15 days prior to the due date or the same would be effective from the next premium due date.
• Requests for payment mode change to ECS / direct debit has to be provided 30 days prior to the due date or the same would be effective from the next due date.
• Data provided by you in the cancelled cheque and the proposal form may be used by us to complete the ECS Mandate in case the required information has not been filled.
ELECTRONIC CLEARING SERVICE (ECS) / DIRECT DEBIT APPLICATION FORM
For any queries or more information, call
18002098700Toll
Free
or mail us at customer.first@indiafirstlife.com
Dear Customer,
We, at IndiaFirst Life Insurance value your association. We hope to better this relationship in the days to come.
Listed below are the details of our various Contact Points which will help you to get in touch with us swiftly.
1. E-Service
If you are a person most comfortable with the internet, your Policy Information is now just a click away. You can learn about our new products, branch
details or give us your valuable feedback online. Just log onto www.indiafirstlife.com
Step 1 – (To be defined)
Step 2 ‘’
Step 3 ‘’
For any queries or suggestions about our services, products or our website, do feel free to write to us,
Our Communication address is:
IndiaFirst Life Insurance Company Limited
xxx xxxx
xxxx xxxx xxxx
Malad (East)
Mumbai 400 000
Email
customer.first@indiafirstlife.com
2. Call Us
We are also just a phone call away. Our dedicated Customer Care Toll free number is 1800-0000–0000. You can also call us on xxxxx xxxxx anytime
between Monday and Saturday from 9 am to 9 pm
Thank you for considering us for your life insurance needs. We look forward to more opportunities to serve you better. Assuring you of our best
services at all times.
Yours sincerely,
IndiaFirst Life Insurance Company.
CUSTOMER PROPOSITION SHEET
For any queries or more information, call
18002098700Toll
Free
or mail us at customer.first@indiafirstlife.com
Pramod Kumar Sardesai
#54, Padmashree Enclave, 2nd Stage, 5th Main
Anche Palya, Prashant Nagar
Bangalore 560 098
Karnataka
T +91 80 23476587
E pksdesai@hotmail.com
Brand look
applied
WELCOME NOTE
Pramod Kumar Sardesai
#54, Padmashree Enclave, 2nd Stage, 5th Main
Anche Palya, Prashant Nagar
Bangalore 560 098
Karnataka
T +91 80 23476587
E pksdesai@hotmail.com
Dear Mr Pramod Kumar Sardesai,
Welcome to the IndiaFirst Life Insurance Company.
We thank you for choosing us as your partner in securing your financial and insurance requirements.
All our plans have been designed to help you fulfill your dreams by growing systematic savings and
developing a body of wealth through market linked investments.
It has been our endeavor to provide all the relevant information about your plan in this policy
document. We have taken care to ensure that the document is simple to understand and
comprehend. We request you to read it carefully and make sure that all the reasons why you chose
this plan are being fulfilled. The document also carries important hints on best utilizing the plan.
If you are not happy with the terms and conditions mentioned in this policy document, you can
change your plan or return it to us within 15 days from the date of receiving it. However, in case of
the latter, we would request you to mention your reasons for cancellation, so as to help us improve
our products/ services further.
Our customers are our most valuable assets and we are always available for you. Please feel free to
contact for any further information or clarification about your plan or any of our other products.
Looking forward to further opportunities for serving you,
Yours truly,
For any queries or more information, call
18002098700Toll
Free
or mail us at customer.first@indiafirstlife.com
Policy No.: 0123456789
Barcode
BENGALI
Filename: IF_Bengali Logo.ai
HINDI & MARATHI
Filename: IF_Hindi & Marathi Logo.ai
TELUGU
Filename: IF_Telugu Logo.ai
KANNADA
Filename: IF_Kannada Logo.ai
GUJARATI
Filename: IF_Gujarati Logo.ai
TAMIL
Filename: IF_Tamil Logo.ai

25. One bank. One brand.
To become a true global brand, Credit Suisse
launched a one bank/one brand strategy in
2005. Against the consensus of the day, we
discovered the name Credit Suisse had a
strong unifying effect internally and a high
degree of relevance externally. The bank’s
fragmented culture was further aligned
through the brand idea that reconciled the
bank’s heritage with its pioneering spirit.
The dual nature of the idea inspired a new
visual identity, including a new brandmark,
combining an elegant typographic style with
a more expressive sail-like symbol.
Case Study

26. Charting a new course
We first partnered Standard Chartered Bank
in 1995 to build a global banking brand for
the future.
The success of our work on their brand
identity, look & feel and brand documentation
led to many more engagements. We have
since advised the bank on its overall branding
approach, values and the translation
of strategy into identity, including the
development of its well-recognized mark.
Case Study

27. Thinking in-the-box
American Express was getting to be increasingly
vulnerable to competitors who were targeting and
appealing to the needs of a customer segment
whose lifestyle was structured more around credit
than charge purchases. Our research showed
that whilst American Express was one of the
most respected brands in the world, it had a very
singular positioning in “privileged membership”.
Making it happen
Inspired by the idea ‘cut to the chase’, the
visual identity for RBS Global Banking &
Markets, is straightforward and direct. It has
a fresh and human character, in line with the
RBS Group philosophy ‘Make it happen’. We
developed the entire visual identity system,
including guidelines and templates. Working
closely with the client team, the new identity
was smoothly rolled out across their many
international markets.
This positioning did not resonate with the target
segment or with the breadth and diversity of
American Express’ new product offerings. Based
on these insights, our recommendation was to use
the blue box to express a unified brand that could
represent the company as well as its products. It
became the foundation upon which the American
Express megabrand was built.
Case Study

28. Bank of America
Chairman & CEO
Building a powerful brand
NationsBank’s acquisition of Bank of
America resulted in the creation of a new
industry giant. It needed a name and an
identity that reflected both the status of
the new brand and its unrivalled range of
offerings. Our research pointed to ‘Bank
of America’ as the best name to act as a
foundation for the transformation.
The powerful new logo we designed gave
visual expression to the brand. While the
banner expresses the arrival of a new
force, the colourful landscape symbolises
the rich possibilities the brand offers
to its audiences. Thousands of signs,
printed materials, ads and electronic
communications were revealed in a single
day – a gutsy approach which has stood the
test of time.
We have recently been commissioned by
Bank of America to take their brand to the
next level.
Contact us
arvind.hegde@rayandkeshavan.com
+91 98450 64414 M
tasneem.ali@rayandkeshavan.com
+91 99204 03968 M
Case Study

29. Ray+Keshavan The Brand Union
22 Brunton Road
Bangalore 560 025
India
+91 (0)80 2555 0486 T
+91 (0)80 2555 0487 T
+91 (0)80 2558 1465 F
rayandkeshavan.com
thebrandunion.com